Waitrose has revealed that the retro dessert jelly is enjoying a revival, with sales up 45% compared with last year.

Jelly (is back) on a plate

Waitrose has revealed that the retro dessert jelly is enjoying a revival, with sales up 45% compared with last year.

In addition to buying ready-made jelly, the supermarket chain’s customers are choosing to make jelly at home, with recipe searches at Waitrose.com on the rise compared with last year.

Examples include a Strawberry Milk Jelly recipe (up 140%), Red Berry Jelly recipe (up 133%) and a Seriously Fruity Rhubarb & Gin Jelly with Elderflower Cream recipe (up 40%).

Waitrose buyer Aileen Wood buyer commented: “It’s great to see jelly having a renaissance. Whilst always a fave at children’s birthday parties, the nation is definitely embracing the modern ‘adult’ varieties.

“The trend is definitely being driven by new and more grown-up versions. At Waitrose we sell everything from traditional jelly flavours to more contemporary versions such as Elderflower Jelly with Berries.”

The retailer said the trend for jelly is also being backed by cook and health food blogger Ella Woodward (founder of ‘Deliciously Ella’) who has her own berry chia jelly recipe.

Jelly has been given a makeover in recent years by fine English jelly creator Bompas & Parr. The self-proclaimed ‘jellymonger’ uses jelly to create everything from traditional recipes to glow-in-the-dark varieties.

Bompas & Parr also creates ‘jellyscape’, composed of hundreds of different jellies, often using architectural moulds in a variety of colours and sizes.

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